SENSITIVE TO LIFE DURING COVID
As a digital native beauty brand, Glossier has been phenomenal in terms of listening to audiences and designing new beauty products that really hit the mark. They define best practices in terms of that link between listening - product - brand.
Glossier’s timing for its new hand cream - a formula that had been in development for two years - was incredible. It was launched at a time when people desperately need a good hand cream (dry hands from constant washing). The launch was also well orchestrated to suit the times;
- They prioritized health care workers and provided them with the first 10,000 units (thereby contributing to the Covid response).
- Where doing photoshoots would have been challenging during ‘stay-at-home’ orders, they crowdsourced key visuals from influencers.